Keith Albright: In 2024, there was a noticeable shift in how consumers approached their food and beverage selections. By 2025, this trend had become even more prominent, with individuals displaying an increased mindfulness regarding what they eat and drink. This heightened awareness is shaped by several key factors, including personal health goals, the broader economic landscape, and individual preferences.

As a result, consumers today are making food and beverage decisions with greater intention and purpose. Each choice is carefully considered, reflecting a deliberate effort to align consumption with both immediate needs and long-term aspirations. Whether motivated by health considerations, financial constraints, or personal tastes, this purposeful approach underscores a new era of thoughtful eating habits.

JS: Now, you’re sharing the trends Cargill experts predict will have an impact on the food world in 2026. Could you please share an overview?

KA: In monitoring both industry signals and our proprietary research, we’re seeing something important: the notion of seeking is now outpacing the old, rational mindset of avoiding. Consumers are approaching food as a tool to feel better—and they’re defining “better” in highly individualized ways.

For some, that means seeking out foods with more protein or fiber. But for many, it’s seeking out foods that support their mental wellbeing, which is just as likely to be a gooey chocolate chip cookie like grandma made or a beverage boosted with ashwagandha. Interestingly, mental health now edges out physical health on consumers’ priority lists, a shift that’s especially pronounced among younger generations.

Also impacting behavior is the inescapable impact of inflation. Rather than simply trading down, consumers are sharpening how they define value, viewing choices through a benefits-driven lens. It’s about what they get, not what they pay. And guess what? Seeking is behind that behavior, too. 

JS: Let’s get into the specific trend forecast, starting with health-related concerns and how they might impact food purchasing decisions—could you share your thoughts?

KA: Yes, this is our “Seeking Goodness” trend, which starts with more informed, benefits-driven consumers. People are actively seeking out foods that support their health goals, and this behavior is accelerating. But again, it’s not just about physical wellbeing. Mental and emotional health are equally important—especially in the bakery and snack space, where people instinctively turn to foods that comfort, restore, or lift their mood.

JS: Related to that, consumers are taking a more mindful approach to what they eat, and that mindfulness isn’t just showing up in us older folks. Could you talk about those concerns?

KA: Absolutely. We call this “Eating to Live.” Consumers want to stay healthy as they age, and they recognize that everyday food choices play a major role. But younger generations aren’t waiting to act. From Gen Z to Boomers, people are prioritizing a healthy diet and routines that support quality of life, not just lifespan.

JS: We consumers want health, as your first two trends touch upon, but we also want a satisfying experience when we eat snacks, bakery, and other goods. Could you please talk about the desire to indulge and eat without compromise?

KA:  Despite the heightened focus on health, what we call the “Indulge Me” trend remains deeply rooted in how consumers eat. Many of life’s most enjoyable experiences revolve around food, and people recognize the emotional payoff that a great treat can provide.

That’s the key. When consumers indulge, they want it to feel worth it. That makes quality, flavor, and sensory experience non-negotiable—and premium offerings rise to the top.

Our “Sweet Delights: Sweet Baked Goods Demand Drivers” research reinforces this. Nearly two-thirds of in-store cookie buyers choose taste over nutritional profile, and only one in five would sacrifice taste for fewer calories or sugar. These shoppers reach for cookies to satisfy emotional needs like joy, and they’re willing to pay for a treat that truly delivers.  

JS: On top of indulgence, consumers tend to want a bit of adventure in their food—could you elaborate on that?

KA: We’ve dubbed this one “Elevated Experiences.” And where “Indulge Me” was about meeting expectations, this is all about exceeding them. People want multisensory experiences—global flavor journeys, layered textures and culturally inspired twists. They’re traveling the world through food, experiencing cuisines from all over the globe to bring novelty and adventure into otherwise familiar routines. Their choices often include visually appealing foods that reflect their social lifestyles.  

Gen Z is pushing this the most, often experimenting at home with ideas they pick up on TikTok or Instagram. The future belongs to brands that bring creativity and excitement to familiar formats, 

JS: Consumers are also talking about value, although what ‘value’ might mean shifts over time. Could you please talk about what value might mean to consumers in 2026, the tradeoffs they’re willing to make, etc.?

KA: Value remains a dominant force, but consumers now define it as what they get, not just what they pay. They’re looking for “value with values”—products that deliver benefits, align with their priorities, and feel worth the spend. That’s why Indulgence categories continue to thrive in the face of ongoing inflation.  Still, consumers are making trade-offs, cutting back on non-essentials such as restaurant meals so they can splurge on a premium treat for home consumption. It’s not about compromising, it’s about prioritizing.  They’ll skip one thing to keep another that delivers comfort, joy, or a functional benefit. For bakery and snack brands, this might mean designing products that feel like a justified indulgence, often resembling their favorite treat from the bakery, but made at home.  Value is not about the cheapest price; it’s about perceived return, experience, and purpose.  

JS: What advice would you offer to snack and bakery producers looking to deliver products in 2026 that hit these targets consumers are putting in front of them?

KA: Understand the true demand drivers behind your products. Consumers can buy cookies in the refrigerated section, the center aisle, as a baking mix, or at the in-store bakery. And for each one of those categories, our Sweet Delights research shows nuances in consumers’ motivations.  When brands align with those drivers, they unlock real value—but when they miss those cues, a product’s value can fade quickly.  Understanding what drives demand for healthy snackers is also key.  Healthy snack foods aren’t just about fuel; they’re about function, like protein for muscle mass and energy or fiber as a prebiotic.  

JS: Anything to add?

KA: Start with your core consumers’ emotional needs, then build outward. Products that do this will meet the “seekers” of 2026, where they actually live: looking for products that make them feel better, and are worth the purchase.

Related: Functional and nutritional ingredients appeal to health-conscious consumers